Internet Radio Advertising Keeps Climbing, Report

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Internet radio is primarily an advertising-supported format, despite attempts to craft premium, paid channels.

Now, free online radio is starting to spin more substantial revenues.

Just recently, Dublin-based Research and Markets estimated internet radio gross advertising billings at $66.4 million in 2007, up 60 percent from 2006.  That is part of a broader boom across both streaming audio and video advertising, a category that jumped 38 percent to $1.37 billion, according to the group.

In terms of volume, the research group estimated that between 2.1 billion to 2.7 billion audio or video streams are accessed each month.  Within the streaming video category, the group estimated that pre-roll advertisements contributed 26.7 percent of gross ad spending in 2007, while embedded ads contributed 55.8 percent.  Currently, YouTube is experimenting with its own flavor of embedded advertisements, part of a larger monetization move.